Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.

Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.

11.
Information Processing <ul><li>Elaboration Likelihood Model (ELM): People take time to consider messages to make rational decisions. </li></ul><ul><ul><li>Central route: Giving high degree of attention to core elements. “We do chicken right!”. </li></ul></ul><ul><ul><li>Peripheral route: Giving less attention on core elements, but high attention on other cues such as music and background pictures. </li></ul></ul><ul><li>Hedonic, Experiential Model (HEM): The tendency to maximize pleasure while minimizing pain. Paying attention to elements of the message related to emotions and feelings that maximize pleasure. </li></ul><ul><ul><li>Central route: “Malaysia, truly Asia” </li></ul></ul><ul><ul><li>Peripheral route: Pictures at the background and music. </li></ul></ul><ul><li>Route depends on </li></ul><ul><ul><li>Motivation: Importance of product and cost. </li></ul></ul><ul><ul><li>Ability: Desire to use cognitive skills. </li></ul></ul>3-

13.
Principles concerning processing of information and cognitive mapping. <ul><li>Cognitive mapping enhances movement of messages from short-term memory to long-term memory. </li></ul><ul><li>Repetition is necessary to establish new linkages. </li></ul><ul><li>Difficult to modify or create new linkages. </li></ul>3-

14.
Evaluation of Alternatives <ul><li>Evoked set method </li></ul><ul><ul><li>Evoked set: Consists of brands people consider in a purchasing situation. “Shampoo”. </li></ul></ul><ul><ul><li>Inept set: Consists of brands not considered because of negative feelings (bad experience). </li></ul></ul><ul><ul><li>Inert set: Consists of brands people aware of but have neither positive nor negative attitudes. </li></ul></ul><ul><li>Multi-attribute approach: Examining sets of attributes across sets of products or brands. “Computers”. </li></ul><ul><li>Affect referral: Choosing the brand we like without evaluating alternatives. Milk, soft drinks, chocolate. </li></ul>3-

15.
3- <ul><li>How important is it for each of the following brands to be a part of a consumer’s evoked set? </li></ul><ul><li>Panadol (pain medicine) </li></ul><ul><li>Head & Shoulders (shampoo) </li></ul><ul><li>Black & Decker (power tools) </li></ul><ul><li>Hall’s (cough drops) </li></ul><ul><li>American Hospital </li></ul>Discussion Slide

31.
Differential Threshold <ul><li>The minimal difference that can be detected between two stimuli. Also known as the j.n.d. ( just noticeable difference ). </li></ul>3-

32.
Weber’s Law <ul><li>A theory concerning the perceived differentiation between similar stimuli of varying intensities (i.e., the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different). </li></ul>3-

33.
Marketing Applications of the JND <ul><li>Need to determine the relevant j.n.d. for their products </li></ul><ul><ul><li>so that negative changes are not readily discernible to the public </li></ul></ul><ul><ul><li>so that product improvements are very apparent to consumers </li></ul></ul>3-

34.
Subliminal Perception <ul><li>Perception of very weak or rapid stimuli received below the level of conscious awareness. </li></ul>3-